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How Target is trying to woo mom and dad



Thursday, Target said it will expand its trendy children's clothing line, Art Class, to toddlers. Target has built a brand with several billion dollar children's clothing, Cat & Jack, but there were some parents who want a more stylish look for their kids as well. The company hopes that rounding off the Edgier Art Class brand for toddlers will plug holes in the children's lineup.

Parents are crucial to Target's success because they spend more every year than buyers without children, the company said.

A combination of factors has buoyed growth. Many parents today have children later in life and continue their career. That means they have more disposable income to spend and room to shop for flashy clothes for their little ones, according to Ayako Homma, an analyst covering the children's clothing market at Euromonitor International.

Target has taken aggressive steps to make parents and capitalize on an opening in the market. Former heavyweights Toys "R" Us and Babies "R" Us are gone, Gymboree has filed for bankruptcy once more and will close around 800 stores, and Carters and The Children's Place close hundreds of stores.
Target added diapers and baby napkins to his Cloud Island brand last month. It has also reviewed the kindergarten page on the website, filled up more toys than in previous years, and reconfigured a handful of stores to make it easier for parents to find essentials such as baby bottles and test prams and car seats.

The company hopes that the tactics will make it easier for time-pressed mothers and dads to consolidate all shopping at their stores.

"Young parents are busy, working and at the same time raising children," said Homma. "They prefer to trade a variety of products, from groceries to children's clothes, to a visit to save time."

Mini-dressing & # 39;

Target Strategy for Appealing to Parent Centers

TGT believes that it has the ability to demand a larger piece of the fragmented $ 34 billion children's clothing market in the United States. The company currently controls 3.2% of the industry, fifth behind Carters ( CRI ) Gap ( GPS ) ] [Nike ( NKE ) and Children & # 39; s Place ( PLCE ) according to Euromonitor.
] Social trends, including the rise of "mini-dressing" inspired by celebrities like Beyonce and Kim Kardashian, have driven demand for fashionable children's clothing, Homma said.
Several parents post photos on social media dressed in matching outfits, and resellers will capitalize. JCPenney, for example, created a clothing line last year, Peyton & Parker, for "mother to dress her family" and create a "picture-perfect moment for all her social media."

Art Class fits within the trend of elegant clothes for children. Target originally launched the brand in 201

7 for children aged 4 to 12, complete with colorful pants, smocked dresses and graphic tees.

Parents are "looking for clothes and accessories for their kids that reflect their own styles," said Jill Sando, Target's senior vice president and general merchandise manager.

Parents Busy

Target believes that it can draw in several parents with past rivals as Toys "R" Us disappears.

"We are opping our game as others leave this room," Target Chief Merchandising Officer Mark Tritton said last year of the company's efforts in his baby division.

Although parents are also key buyers for Walmart [19659011] WMT ) and Amazon ( AMZN ) these stores have turned Behind the Target in expanding their own children's clothing brands.

Target first started overhauling their children's business in 2016, Cat & Jack launched. The brand, which replaced earlier children's lines Target had sold, reached NOK 2 billion in revenue in just over a year.

Cat & Jack stood out through inclusive and environmentally friendly marketing, Homma said. It also started an adaptive line for children and toddlers with disabilities.

The following year, Target introduced Art Class to help fill out their kids' choices and give their parents their own branding options beyond Cat & Jack. Target said the answer to Art Class over the past two years has been strong, so it rolls out for toddlers at around 800 stores and online beginning next week.

Tough competition

Target made early moves to grow their children's clothing brands, but rivals have caught up. Last year Walmart launched Wonder Nation, its first ever child and toddler brand, while Amazon introduced the Spotted Zebra.

The clothing market for toddlers has been saturated in recent years, and Art Class can face challenges that stand out.

Stitch Fix ( SFIX ) extended to children last year for the first time, while Gap ( GPS ) ( subscriptions for BabyGap and Old Navy Kids. A number of boutique startups, including Maisonette, have also received traction.

"Shoppers have so much choice," said Sucharita Kodali, analyst at Forrester Research.


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